O2O背景下社区生鲜连锁超市的物流配送模式研究——以深圳市A生鲜连锁超市为例

Research on the Logistics Distribution Models of Community Fresh Food Chain Supermarkets under the Background of O2O--Taking Shenzhen A Fresh Food Chain Supermarket as an Example

O2O模式下,物流运输中配送成本过高、效率较低等已成为社区电商运营过程中普遍存在的问题。本文结合O2O背景下生鲜连锁超市配送发展的现状,以A生鲜连锁超市为例,总结其现有的配送模式,即O2O送货上门模式、门店自提模式及外卖到家(1小时达)模式,分析当前配送模式存在客户临时需求难以满足、配送需求少、配送效率竞争优势不明显、冷链物流发展尚未完善、生鲜产品不利于配送等问题,并提出提高订单响应效率、挖掘更多客户需求、外包第三方提高配送效率以及加强冷链物流建设针对性的发展对策,为O2O背景下社区生鲜连锁超市发展提供一定的借鉴。

Under the O2O model,high distribution costs and low efficiency in the process of logistics and transportation have become common problems in the operation of community e-commerce.Based on the current situation of the distribution development of fresh food chain supermarkets under the background of O2O,this paper takes A fresh food chain supermarket as an example and summarizes its existing distribution models,O2O home delivery mode,store self-pickup mode and takeaway(1-hour delivery)mode,analyzes the problems of the current distribution models,such as the diffi culty in meeting the temporary needs of customers,the lack of distribution needs,the lack of obvious competitive advantages in distribution effi ciency,the incomplete development of cold chain logistics,and the unfavorable distribution of fresh products,and proposes to improve order response effi ciency and tap more customers,outsource a third party to improve distribution effi ciency,and strengthen targeted development countermeasures for cold chain logistics construction to provide a certain reference for the development of community fresh food chain supermarkets in the context of O2O.